It all depends on being local…the most control you can have over revenue is with local direct clients. And the thing I did at my last station was hire a creative director, a copywriter.
Salespeople, as a general rule, can’t write good copy. And if the copy isn’t good, the results aren’t there.
Most people in the industry don’t understand supply and demand. At WIVK, we used to run only 12 units an hour after morning drive. It didn’t matter if it was a 30 or a 60, a unit was a unit. Today, they don’t know how to manage their dam inventory. Instead of moving the rates up and down like the airline and hotel industry, they just add more units. I monitored a station here in Knoxville and they had a set of 12 commercials non-stop. That drives people away.
The real broadcasters aren’t running these stations. Accountants are running these stations.
— Ben McWhorter, Broadcast Sales Executive and Consultant
Listen to my interview with Ben starting March 26. If you’re in the business, you’ll learn from one of the best. He’ll now be a regular guest on Simon Says on a variety of topics.